ATLANTA--(BUSINESS WIRE)--In an effort to tap into local marketing talent in a new and exciting
way, the Atlanta Hawks and AgencySparks played host to the inaugural
Agency Shootout event on Wednesday, August 17, putting four Atlanta
marketing firms on the spot with a head-to-head, high-speed
idea-pitching competition.

Agencies were asked a series of questions focusing on Hawks marketing
and engagement opportunities and given just 10 minutes to come up with a
fresh idea and develop a “pitch” – marker drawings on poster-sized
sticky notes and a talk track – to present to a panel of four judges.
After an evening of intense competition, Virginia-Highland based Tailfin
Marketing emerged victorious.

“It was a completely unique, crazy and electric experience,” said
Tailfin’s Director of Strategy and event team leader Greg Abel. “I don’t
think our team has worked this fast – and had this much fun – in such a
concentrated format. We had a blast, and winning the whole shebang was
the icing on the cake.”

Ideas were presented to the panel of marketing and sports industry
celebrity judges including Hawks CEO Steve Koonin, seven-time NBA
All-Star and Hawks Vice Chair Grant Hill, Hawks Ownership Group Member
Jesse Itzler and Aaron’s VP of Marketing Andrea Freeman. Judging went
round by round with a Dancing with the Stars-style paddle raise
on initial impressions followed by more in-depth scoring in categories
of Creativity, Feasibility and Engagement. The more than 200-member
audience could also submit their votes via the Hawks mobile app.

“While all the agencies were impressive, Tailfin truly delivered the
strongest mix of creative ideas that were the right brand fit for the
Hawks and most relevant for our core audiences,” said Melissa Proctor,
Executive Vice President and Chief Marketing Officer of the Atlanta
Hawks and Philips Arena. “Their pitches around the B-2-B and Community
segments will give fresh inspiration for how we approach small business
owners as well as look at programming our renovated basketball courts
throughout the city.”

For the event, the Hawks partnered with AgencySparks, an Atlanta-based
business focused on connecting brands with marketing agencies. Founder
and CEO Joe Koufman was ultimately responsible for leveraging his
extensive marketing community relationships to choose the diverse group
of participating agencies.

“When Melissa and I first discussed the idea of a competition to show
off the creative talent in Atlanta, I jumped at the opportunity for
AgencySparks to get involved,” said Koufman. “Our goal was to bring
together the best marketers in town, so we invited top clients as well
as a diverse group of Atlanta agencies. Tailfin is not only certified
woman-owned, but they have a stellar reputation for creative excellence,
so it was an easy decision to include them.”

Other competing agencies included PM3, Yalo and Modo Modo Agency. “Let’s
never do this again,” said Abel jokingly when asked about what it was
like to go against some of Atlanta’s best marketing minds. “It was just
awesome to see these big ideas – happening in the blink of an eye – all
flowing forth from top talent based right here in Atlanta. They said
this event would be ‘True to Atlanta’ and I think that pretty much nails
it!”

About Tailfin

Tailfin is an Atlanta-based integrated marketing communications company
that partners with clients across a wide array of industries. Founded in
1999 by Atlanta ad agency veterans Greg Abel and Lola Carlisle, Tailfin
has grown to a shop of 25+ strategy and creative professionals serving
local, regional and international clients including Southern Company,
Chick-fil-A, Wyndham Hotels and the Atlanta Airport District. More
information can be found at tailfin.com.